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S U C C E S S F U L S E L L I N G

THE NEW MODEL OF SELLING

INTRODUCTION

In the last few years, the science of selling has changed dramatically in every area.

Top sales professionals are those who have changed, adjusted and adapted to the new
world of selling. They treat customers differently and they see themselves differently.

They recognize that sales success requires very different approaches to the customer
and the market than were necessary for success in the past.

In this session, you learn a new model of selling that has revolutionized and transformed
the careers of many thousands of salespeople worldwide.

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G

THE NEW MODEL OF SELLING

WHAT DO YOU ALREADY KNOW?

Test your knowledge by attempting to answer the questions below:

1. Why is selling more complex today than ever before?

2. What are the four steps in the Old Model of Selling?

3. Why are products more complicated and varied today than before?

4. Why does today's customer want a relationship first?

5. How do you apply the Law of Indirect Effort to your selling work?

6. What are the four parts of the New Model of Selling?

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G

THE NEW MODEL OF SELLING

1. Selling has changed dramatically over the last NOTES

few decades, primarily because customers have
changed: _________________________________

________________________________________

________________________________________

a) Customers are far more knowledgeable about

products and services available today than ever
before; _______________________________

______________________________________

b) Competition is far stronger and more deter-

mined today than it has ever been; __________

______________________________________

c) There are far more products and services

available to satisfy the customers' needs today
than ever before; ________________________

______________________________________

d) Customers are more sophisticated and

demanding than they have ever been, for even
the smallest products. ____________________

______________________________________

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G

2. The Old Model of Selling was based on the "Simple NOTES

Sale," called the AIDA model: ________________

________________________________________

________________________________________

a) A stood for "Attention." The first part of the old

model was getting the attention of the prospect;

______________________________________

______________________________________

b) I stood for "Interest." The salesperson aroused

interest by discussing features of the product;

______________________________________

______________________________________

c) D stood for "Desire." Desire was aroused by

discussing the benefits of the product; _______

______________________________________

______________________________________

d) A stood for "Action." After arousing interest

and desire, the salesperson asked for an action
commitment by the customer. ______________

______________________________________

3. Today, however, products are more complicated and

varied than they have ever been before: _________

________________________________________

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G

a) Products are complex; the customer has no way NOTES

of understanding the details of your offering;

______________________________________

______________________________________

b) Customers depend upon other factors than

product understanding to make a buying
decision. ______________________________

______________________________________

4. Sales relationships today continue after the sale:

________________________________________

________________________________________

a) Asking a customer to buy means asking the

customer to enter into a "business marriage;"

______________________________________

______________________________________

b) You ask the customer to exchange money for

promises; _____________________________

______________________________________

c) When the customer buys, he or she becomes

dependent on you and your company. ________

______________________________________

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G

5. Because of the novelty or complexity of what NOTES

you sell, the customer wants a relationship first:

________________________________________

________________________________________

a) The customer puts more faith in a relationship

than in the product; ______________________

______________________________________

b) The customer must be confident in the relation-

ship before he or she can consider your offering.

______________________________________

______________________________________

6. The relationship is more important to the customer

than the product or service you are selling: ______

________________________________________

________________________________________

a) Your product or service is available elsewhere,

so the customer is under no pressure to buy from
you; __________________________________

______________________________________

b) The customer seeks security, safety in buying;

______________________________________

______________________________________

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G

c) Relationships lie at the core of all successful NOTES

selling today. ___________________________

______________________________________

7. The Law of Indirect Effort — says that you get

things more indirectly than directly from people:

________________________________________

________________________________________

a) If you focus exclusively on the sale, rather than

on the relationship, you will end up with neither;

______________________________________

______________________________________

b) If you focus intensely on the relationship, the

sale will take care of itself; ________________

______________________________________

c) If the relationship is strong enough, small details

or differences in price won't matter; _________

______________________________________

d) If the relationship is weak, small details and

price differences will become the main topics of
discussion. _____________________________

______________________________________

8. The New Model of Selling divides the process into

four parts: ________________________________

________________________________________

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G

a) Trust — establishing a high level of trust with the NOTES

client is fully 40% of the sales process; ______

______________________________________

b) Needs — taking time to be absolutely clear

about the customer's needs and problems is fully
30% of the sales process; _________________

______________________________________

c) Presentation — showing that your product or

service will satisfy the customer's needs is only
20% of the new model of selling; ___________

______________________________________

d) Closing the Sale — when you have built trust,

clarified needs, and presented professionally,
the closing is easy. It only represents 10% of the
process. _______________________________

______________________________________

9. The key rule in selling: Listening builds trust:

________________________________________

________________________________________

a) When you ask questions and listen carefully to

the answers, you build trust; _______________

______________________________________

b) When you focus on needs and on understanding

the customer's situation, you build trust; ______

______________________________________

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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c) When you present your product or service, one NOTES

point at a time, and listen carefully to reactions,
you build trust; _________________________

______________________________________

d) When you ask politely for a decision and

listen carefully to the answer, you build trust.

______________________________________

______________________________________

10. The Friendship Factor is the most important part of

selling and of all business relationships: ________

________________________________________

a) A person cannot buy from you until he or she is

convinced that you are his or her friend and acting
in her or his best interest; _________________

______________________________________

b) The more time you invest in a relationship,

the greater the relationship you develop;

______________________________________

______________________________________

c) The amount of caring in a relationship is a key

part of friendship; _______________________

______________________________________

d) Respect is an important part of a friendly

relationship between two people. ___________

______________________________________

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G

11. The key to successful selling is relationships: NOTES

________________________________________

________________________________________

a) All top salespeople are relationship experts;

______________________________________

______________________________________

b) Building and maintaining quality relationships

is more important than any single aspect of
selling. ________________________________

______________________________________

When you practice the New Model of Selling — focusing

on building and maintaining high levels of trust and a qual-
ity relationship with your customer — you will find it easier
to make sales and get referrals than ever before.

Not only that, the focus on relationships reduces the stress

that both the salesperson and the customer feel when one is
trying to persuade the other to act in a way that may not be
in his or her best interest.

All the highest-paid salespeople use the New Model of Sell-

ing in everything they do.

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G

THE NEW MODEL OF SELLING

APPLICATION EXERCISES

1. Give three ways in which selling has changed dramatically in the last few
years.

2. What are the four parts of the AIDA method of selling?

3. Why are products today more complicated and varied than ever before?

4. In what way do sales relationships continue after the sale?

5. Why is the relationship so important to the prospective customer?

6. How can you apply the Law of Indirect Effort to your sales work?

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.
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S U C C E S S F U L S E L L I N G

7. Why is trust such an important element in modern sales?

8. What is the single most powerful factor in building trust, and how can you
use it more effectively?

9. Explain how you use the Friendship Factor in your sales work.

10. What can you do each day to build higher quality relationships with your
prospects and customers?

11. What one thing are you going to do immediately as a result of what you
have learned in this session?

© 1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.